Campanie
General Information:
Strategic approach:
| Strategic approach: |
Context & Challenge The Romanian beer market is undergoing a shake-up, with consumption dropping by 6– 7% each year, and growing numbers of consumers switching to wine or spirits. The competition in the lager category is relentless, with price differences often under 1 RON (€0.20) even between cheap and premium options. Into this battleground comes Birra Moretti Sale di Mare - a premium Italian lager infused with sea salt. While its unique ingredient differentiates it, it also creates a perception barrier in a market dominated by traditional beer preferences, compounded by beer’s decline in consumption. These intersecting challenges heightened the need for a precise, behavior-driven campaign to drive adoption and establish the brand’s premium positioning. Objectives 1. Capture significant market share through omnichannel retail media. 2. Create memorable brand recall in leading chains (Profi & Auchan). 3. Build long-term loyalty in a segment overshadowed by price wars and shifting tastes. Approach By unlocking real-time visibility into more than 7 million daily retail transactions, the team deployed an advanced AI platform to orchestrate two main tactics: 1. Predictive Online Targeting – Pinpoint audiences most likely to appreciate a salty- lager twist and reach them online before they ever step into a store. 2. In-Store Behavioral-Based Real-Time Targeting – Once shoppers enter the aisles, serve hyper-relevant content at the crucial “first moment of truth,” turning curiosity into actual purchases. This dual-pronged approach ensured Birra Moretti Sale di Mare stayed top-of-mind from the moment shoppers considered beer to the moment they placed it in their cart. |
Execution:
| Images: | |
| Video Link: |
